The Waikato Chiefs are a long-established Super Rugby franchise

Sydney (AFP) - New Zealand Rugby took legal action Thursday against the Australian Rugby League Commission to prevent a new NRL club using the name “PNG Chiefs” in a simmering trademark dispute.

The Australian government-backed Chiefs are due to become the National Rugby League’s 19th team from 2028, based in Port Moresby. They have already signed a raft of top players.

But the Chiefs name has long been associated with the Super Rugby franchise in New Zealand’s Waikato region, which has used the name since 1996.

NZR is seeking an interim and final injunction “which stops the use of the names ‘PNG Chiefs’, ‘Chiefs’ or any other similar names in New Zealand”.

It claimed in a statement that it has been left with no choice after failing to reach a resolution with the ARLC, which governs rugby league in Australia.

“For 30 years the Chiefs and their players have built an incredibly strong identity that is widely recognised and loved by fans,” said NZR chief executive Steve Lancaster.

“We have raised our concerns with the ARLC directly and consistently over the last year in attempting to find a resolution. We now have a responsibility to protect the Chiefs brand.  

“We want to be absolutely clear, this is not about rugby league’s growth in the Pacific,” he added.

“We welcome the development of the Pacific region through sport and the passion that the people of Papua New Guinea have for both rugby and rugby league.“  

In New Zealand, NZR owns both the trademark rights for the word Chiefs and the Chiefs logo and since 1998, it has also held trademark protection for the Chiefs logo in Australia.  

It argues that if the PNG side are called Chiefs it would cause “significant confusion and damage” to the Super Rugby side.

Rugby league borders on a national obsession in PNG, but safety fears and a lack of funding in the Pacific nation had long thwarted the idea of an NRL team.

But the Australian government in late 2024 agreed to spend US$385 million on the franchise as it looks to bolster ties with its northern neighbour, who have also been courted by China.

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